How Communications Teams Can Boost Non-dues Revenue
Custom content drives engagement, advertising dollars
Association communications teams can play an important role in generating nondues revenue, according to Naylor Association Solutions’ 2019 Association Communications Benchmarking Report. While the report highlighted general trends in communications teams, it also dug into their role in generating non-dues revenue.
“[T]here was notable concern over respondents’ inability to generate non-dues revenue from their communication vehicles,” the report said. “Nearly half of respondents (45 percent) agreed that this shortcoming was a serious or significant problem.”
Communications teams, according to the report, typically generate revenue for the association through their publications, advertising, and sponsorship deals. Naylor suggested that having more data could help teams generate additional revenue, so I reached out to them and spoke with Sarah Sain, director of content, member communications, to flesh out what strategies were working for communications teams. She said successful associations are collecting data and using it to customize content.
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